An integrated temporal model of belief and attitude change: an empirical test with the iPad

Abstract

Bhattacherjee and Premkumar (2004) propose a temporal model of belief and attitude change to understand fluctuating patterns of information technology (IT) usage. However, they overlook the role of perceived enjoyment in the process of temporal IT usage. Perceived enjoyment has become an increasingly important part of how consumers assess technology. Thus, we build on Bhattacherjee and Premkumar's model (BP model) and propose a new model by investigating the comparative role of perceived usefulness (PU) and perceived enjoyment (PE) for explaining temporal changes in users' beliefs and attitudes toward IT usage. We name our proposed model the integrated temporal model (ITM). Through an empirical study of iPad usage in a classroom setting at three different stages, we found that 1) the effect of PE on PU was stronger at the pre-usage (vs. post-usage) stage and that its effect was stronger at the initial-usage (vs. later-usage) stage; 2) while PE has a stronger effect than PU on attitude at both pre usage and initial-usage stages, that was not the case at the later-usage stage; instead, the effect of PU on attitude was stronger at the later-usage (vs. initial-usage) stage; 3) the effect of disconfirmation on modified PU and PE was stronger at the initial (vs. later) stage, while the effect of PU and PE expectation on modified PU and PE was weaker at the initial (vs. later) stage. Our study extends the BP model to IT with hedonic elements (i.e., the iPad) and is the first of its kind to empirically examine the combined and relative impact of PU and PE on the temporal usage of IT with hedonic elements in the classroom setting.